The Sony Experience in Tokyo

I recently got back from a trip to Asia, including a week in Tokyo. Whilst I was there I saw a crazy amount of fascinating things, but one thing that really caught my eye was the way that Japanese people absolutely love brands. I believe over there they have even more emotional connection to brands than we do- however for completely different reasons. For example, they love designer clothes such as Gucci, Prada etc. but not to show status or wealth such as the Western world, but to indicate quality investment and good money management. I also noticed that despite an influence from the Western world- particularly the U.S., Japanese people love Japanese heritage and culture.

One particular brand which is celebrated and appreciated in Japan, one of, if not the most famous brand to come out of Japan- SONY. I was lucky enough to have the chance to visit the SONY experience centre in Ginza, Tokyo- the technology area of the city where the latest innovations are showcased. The SONY building is technically a 'showroom', but it was so different from any showroom I've ever visited before.

SONY have actually been able to create a free, fun and interesting tourist attraction which hundreds of people flock to see and experience. As everything was in Japanese (of course), I had no idea what I was about to experience before I stepped through the doors!

The whole centre was a showcase of the latest SONY products and effectively was a shop, but with a high focus on experience, understanding and a 'try before you buy' attitude. On the bottom floor was a huge aquarium, which I believe acts as a 'hook' to get customers through the door, but each fish tank was filled with beautiful fish and lined with dozens of SONY cameras which could be demoed whilst you tried to take photos of the sea of colours you could see before you.

Me and my cousin Mya in the SONY building aquarium, in a whale shark's jaw!

Camera demos within the SONY aquarium

Then as you went up the various floors within the centre, each floor was dedicated to a 'sense' or in other words a SONY product range, phones, tablets, laptops, speakers, TVs etc.

One of my masterpieces taken with a SONY camera

Each floor was totally interactive and didn't focus on salesy messages or price promotions, just purely letting the products speak for themselves and letting customers experience the SONY brand wholeheartedly- even the lifts were the height of technology (although being absolutely rammed full of Japanese tourists)

A floral display with ultra HD lenses to use

The centre also featured a customer service/ advice centre and lots of staff on hand to help. My favourite floor was the top floor which brought most of the products together to create an absolutely beautiful film, shot on a small island off the coast of Japan, featuring their beautiful marine life and mainly- the whale shark. This not only was shown on their enormous SONY TV, but had music blasting from their speakers, was shot on their underwater camera and used various filming equipment that was all available to buy. This really demonstrated how powerful the products were and what they were capable of. Throughout the film, the camera equipment used in each section popped up at the bottom.

For gadget lovers, the SONY centre is an absolute must, but even for little old-me, it was still worth a visit (not only because my marketing geek sensor was at an all time high) but also just to learn more about the brand, their commitment to innovation in technology and it was fun! There is even a SONY museum, restaurants and souvenir shops- they have really gone out to make this more than just a 'department' store.

Why is this such a great example of a fantastic retail experience?

Of course, this is an extreme example and it would be impossible to turn every retail store in to the phenomenon of the SONY building, but there are lots retailers can learn from SONY.

1. People like to see, hear, touch, smell, taste things

Interaction with products and brands creates an emotional attachment between a person and a brand, by effectively 'playing' with products, we imagine owning them and can remember them much more at points of purchase than seeing a TV advert or a review in a magazine. 

2. A prestigious brand means people will actually want to learn more about you

We all know the SONY brand, the SONY centre is not there to create brand awareness or as a status symbol in the Ginza district. It doesn't need to be, people will actually go to the area just to visit the centre. We've been brought up with SONY products, they are universally considered as valued possessions, back to the walkman and the more recent Xperia products. They create awe-inspiring products which make customers inquisitive about the technology behind them a.k.a. an opportunity for a sales experience. Create a prestigious brand and you can experiment with what you do to explain it.

3. Create loyal customers and you can start to create 'fandom's'

To SONY building was an absolutely technology geek haven- for SONY fans there is nothing better! The fact they have a brand following is any marketers dream! Brand ambassadors are worth much more to any brand than lots of marketing activities!

4. Bring your brand to life

Ultimately, a brand should have a personality and by experiencing this first hand through the SONY building, customers can understand this concept much more clearly.